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Müller enters spreadable market

Press Release   •   May 22, 2018 08:41 BST

Müller, the UK’s seventh most picked FMCG brand[1], is set to boost the resurgent butter category with the launch of Müller Spreadable, its first ever branded spreadable in the UK.

Meeting its promise to introduce great tasting products in parts of the dairy aisle where the Müller brand doesn’t currently have a presence, the Official Spreadable of British Athletics[2] is set to disrupt the current spreadable sector.

A major multimedia campaign including a new TV advert starring Nicole Scherzinger will go live in June 2018 underlining the significance of the launch. In addition, as part of Müller’s status as Official Partner of British Athletics, the product will be supported by the first British Paralympian to win golds in two different sports since 1984, Kadeena Cox MBE, who is a Müller brand ambassador.

Müller Spreadable is made with 73% real churned butter, giving it a deliciously creamy taste. The dairy company believes it can drive consumption across all age ranges, but particularly families.

Launching exclusively in Tesco on 21 May 2018, consumers will be able to purchase six SKUs. The new Müller Spreadable will be available in slightly salted and unsalted in 400g (RRP £3.00) and 250g (RRP £2.00). In addition, consumers in Tesco will also be able to purchase salted and unsalted Müller Butter (block) in 250g (RRP £2.00). All SKUs will be available throughout the trade later in 2018.

Dan Howell, Commercial Director at Müller Milk & Ingredients said:

“The Müller brand exists to bring everyday moments of pleasure, and with this launch, we’re bringing the delicious creamy Müller taste to the category for the first time.

“It’s a really exciting moment for us. We recognise that there has been a lack of new product development in this part of the dairy aisle, and we’re confident that by focusing on taste and leveraging the brand power of Müller, we can unlock new category growth benefitting consumers and customers alike.”

Müller is the seventh biggest food and drink brand in Britain[3] and it is also the only dairy brand in Kantar Wordpanel’s top ten most chosen FMCG brands[4]. The brand that appeals to families, with 67% of families already buying Müller branded yogurt[5].

[1] Kantar Worldpanel 2018 UK Brand Footprint ranking

[2]Official Spreadable as Proud Sponsor of British Athletics

[3] The Grocer, Britain’s Biggest Brands 2018

[4] Kantar Worldpanel 2018 UK Brand Footprint ranking

[5] Kantar, MAT, Context Reports, CYPD, 12 weeks, WE 7.10.17

Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller which employs 27,500 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from more than 1,700 British farmers.

The Müller brand is ranked at No.7 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and is also the 7th most chosen brand in the UK, picked from shelves more than 208 million times each year. Müller UK & Ireland comprises three business units:

Müller Milk & Ingredients is Britain’s largest producer of branded and private label fresh milk, cream, butter and ingredients products, with a network of dairies and depots servicing customers throughout the country.

Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.

Milk & More delivers daily essentials to more than 500,000 homes in Britain, via a network of 57 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.

Müller is an Official Supporter of British Athletics and Athletics Ireland. With branding and activation rights for four events in 2018 and three events in 2019, Müller aims to empower consumers to make active and healthy lifestyle choices.